digital media Archives

CTV Advertising: A Tale of Haves and Have-Nots?

CTV advertising is where open Internet publishers have the most to gain. However, not everything is rosy: low ad fill rates, technical challenges, and winner-take-all situations. What are CTV’s growth drivers and obstacles? Where are CPM’s and how is inventory developing? Portada asked insiders, and we developed these 9 questions and answers.
Companies mentioned: Amazon, Google, Meta, Revry, IGN, Canela Media, MyCode, NBC/Uni Telemundo, TelevisaUnivision, Paramount, Disney, Netflix…

Amerant Opens Miami Branch, Cementing Ties with Community and Sports Partnerships

Amerant Bank celebrated the grand opening of its newest branch in the heart of Downtown Miami, marking another significant step in its expansion across South Florida.

Retargeting: Why Seller Recommendation Ads Can Be More Effective than Coupons

Seller recommendation ads are more effective than coupons, according to a new study “Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors.”

MAGNA: Latin American Advertising Market to Grow by 7.3% in 2019

MAGNA has released its summer 2019 update of advertising forecasts, which predict the Latin American advertising market to grow by +7.3% this year. Global market growth is slowing down compared to the record growth recorded in 2018 (+8%), mostly due to the lack of major cyclical events in 2019.

IAB Mexico Reveals 90% of Mexican Internet Users Own a Smartphone, 67% Have Completed Online Purchases Recently

The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

U.S. Digital Ad Revenues Surpassed the US$100 Billion Mark for the First Time in 2018

U.S. Digital Ad revenues surpass US$100 billion mark for the first time, hitting landmark US$107.5 billion in 2018, according to IAB Internet Advertising Revenue Report. Record-breaking Digital Marketing spend represents 22% year-over-year growth.

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.

Acuity Ads’ Seraj Bharwani Warns Google, YouTube Must Protect Brands With Better Policing of Their Platforms

Machine learning is paving the way to a new, more effective approach for reaching specific cultural audiences and will be a featured topic at Portada Los Angeles on March 15. But digital platforms, like Google and YouTube need to do more to protect brands from inappropriate content, Bharwani says.

MarTech Roundup: Spotify Expands Podcasting Offerings With Anchor, Gimlet Media Purchases

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

Augusto Romano, CEO of DIGO Hispanic Media: “We Give Brands the Opportunity to Connect With a Neglected Segment of the Hispanic Population”

We talked to Augusto Romano, CEO of DIGO Hispanic Media, about him joining Portada’s Council System and his company’s unique offering. Caribbean Hispanics account for 16% of the U.S. Hispanic Population, but there aren’t many agencies addressing them as a separate segment.

“Video Ads Are Like a Swiss-Army Knife”: Q&A with Seraj Bharwani, Chief Strategy Officer at AcuityAds

Video is one of the leading advertising formats, to the extent that 99% of marketers use it as part of their marketing initiatives. However, video exposure doesn’t guarantee attention. In this exclusive interview, Bharwani talks about how to improve attention rates and thus ensure higher efficiency.

Nielsen Explores Consumers’ Connected Lives in Global E-commerce Survey: 53% of the Global Population is Online

Consumers are spending increasingly more time on an expanded range of diverse digital activities. It is undisputed that internet accessibility, mobile technology, and digital innovations are redefining consumers’ every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyles well into the future.

GroupM, Magna Global, Zenith Revise 2019 Ad Forecasts

Three top ad forecasters have revised their ad investment growth predictions for 2019. While GroupM has downgraded 2018 growth expectations from 4.5% to 4.3%, Magna Global and Zenith estimate global advertising will increase slowly.

Viant’s TV Viewability and Distraction Report: 89% of US Smartphone Owners Use Their Phone While Watching TV

Viant has published the results of its TV Viewability study, in which it analyzes device ownership and distraction factors. The answer, concludes the study, is a cross-channel and retargeting strategy.

What Are Latinas’ Media Consumption Habits?

Brands should take a step back and look at the needs of Latino women in order to understand more effective ways to talk to them and thus build a valuable relationship with the Hispanic consumer.

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.

Ad Age’s Hispanic Fact Pack 2018 Presents the Leading Ad Focus Companies of the U.S. Hispanic Market

Digital advertising has gained important ground in the U.S. Hispanic market. Companies like Mobvious, that moved up two spots in the ranking compared to the previous year, are leading the way to reach Hispanic audiences in a more transparent and effective way.

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